Marketing within the B2B marketplace presents a number of unique challenges and opportunities. A lot of companies within this sector are making some pivotal mistakes when it comes to their marketing campaigns, and these are preventing B2B businesses from aligning marketing to their company needs and maturing their marketing practices. With that being said, read on to discover some of the most common B2B marketing mistakes so you can discover whether your business is guilty of making any of them and what you can do to rectify them… Not aligning sales and marketing Sales and marketing need to align if you are to reach your company-wide objectives. One of the biggest mistakes businesses make is by keeping these departments separate. Instead, explore the possibility of having a service level agreement between both the departments so they can work together to master the service provided to customers and prospective customers. Using black hat SEO techniques

You may wonder whether you should incorporate a social media employee advocacy program into your integrated marketing plan. There are many good reasons to do so – it increases the company reach, shows that employees are invested in the company, and can help raise the brand image across social media. But how do you build a program that bridges social media and employee advocacy? You’ll need a system that works for you and your employees. Making an overreaching or too stringent schedule will only decrease buy-in and make everyone hate social media. Use these tips to build a social media employee advocacy system that your team can keep up with.

Marketers who are worth their salt don’t view keyword research as a side dish – it’s one of the main dishes that you cannot take for granted. Targeting the right keywords ensures that SEO, PPC, and content marketing campaigns reach the right audience. And it helps identify primary competitors. A keyword research workflow can help determine the best keywords consistently. 1. Starting with a Seed Keyword Before you launch any form of keyword research tool, you must first obtain a set of “seed keywords” ready. A seed keyword is any broad yet relevant term in your niche. It’s also referred to as a “primary” or “main” keyword. If you’re generally in tune with your niche, you should already have a few seed keywords in mind. You can also grab a handful of new ones real quick with Google Autocomplete. All you need to do is type anything that’s relevant to your niche, brand, or products and let Google do the rest: For this step, you don’t have to go out of your way to bag multiple seed keywords. Just one will yield hundreds of potential keyword opportunities, so just relax and find something that looks interesting. Just remember that you can also find long-tail keywords with […]

“Our goal for the book was to codify a new marketing paradigm which our readers could leverage in order to build strong bonds with their stakeholders.” – Rina Plapler, author of Amazon’s #1 international bestseller Brand Intimacy: A New Paradigm in Marketing, and managing partner with MBLM. One book that stood out from our recent list of the best marketing books to read in 2018 was Brand Intimacy: A New Paradigm in Marketing by Mario Matarelli and Rino Papler. It’s challenging to find marketing books that truly present a fresh perspective. Brand Intimacy manages to present a unique view that combines the need for a strong brand presence with the need for a meaningful customer relationship. In the age of personalization, brands must connect with their customers in order for them to feel valued and special and that requires emotion. A recent MarketingProfs article explained why it’s not just B2C but B2B customers as well that are motivated primarily by their senses. The implications of achieving brand intimacy with consumers are significant. Customers who feel a close relationship with brands are more willing to pay a higher price for a product just because it is branded a certain way. These customers are also intensely loyal and great brand […]

Keeping up with the changing marketing technology and strategy is tough. Conferences have to have dynamite content and great networking opportunities to make it worth your time. At Wax Marketing we look for the best conferences every year – these are the ones we’d go to if we could. This is the year to immerse yourself in energy, innovation and inspiration. To pick these bad boys, we took into account factors like the target audience, speaker lineup, topics, and networking opportunities. With attendance ranging from 300 to 21,000, 1-10 tracks, and focus ranging from content management to B2B integrated marketing, one of these events is sure to offer you some great professional development in 2018 Wax Marketing’s List of Best Marketing Conferences in 2018

Facebook marketing and advertising have a lot to learn from SEO, and vice versa. When integrated, Facebook and SEO strategies can be a powerful combination, though it might not be obvious at first glance. Here are some tips for synergizing Facebook and SEO to create more powerful results for your IMC campaigns. Think Beyond Marketing Silos Six years ago analyst firm Forrester published a report showing that 86% of marketers see an integrated campaign as crucial to their success. A siloed approach to social media, content, paid search and organic search can end up feeling disjointed. As two of the bigger components of an omnichannel approach, integrating Facebook and SEO makes sense as a marketing priority. It’s important that social media, content, and search teams are not only briefed on each other’s activities but working together. An integrated team approach will improve marketing results, and probably save you some money too. When brands don’t connect all the different elements of their marketing strategies, they miss out on the potential to engage their audience from multiple angles. Facebook and SEO can work hand in hand when you’re using communication as a basis for consistency. (If you’re still planning your overall SEO strategy, […]

Artificial intelligence has been changing the landscape of our world since its introduction in the 1950’s. It has already made a significant impact in tech industries. Now it’s now permeating across verticals ranging from medicine to education. One sector that has made significant advancements with the aid of artificial intelligence is the online translation industry. In fact, AI is impacting translation in a multitude of ways. This is of importance to marketers who are facing increasingly demands for multi-lingual campaigns. You may already have an idea of this. If you’ve ever translated a phrase or a sentence using a program like Google Translate, you’ve encountered a form of artificial intelligence. As AI transitions from the more rigid, rule-oriented Narrow AI to the human-like AI of Deep Learning more complex processes like eLearning translation and intuitive machine translation are happening faster and more accurately than ever. Here are the ways in which AI is impacting translation and why it will be a fixture well into the future:

One way Google matches people’s search queries with the content they are seeking is by indexing the pages on a website. Indexing happens when Google sends its robots to crawl your site. What the robots find is one factor that affects the placement of your website in search engine results pages. Mobile-first indexing could impact your business and you need to know how to prepare for this change. The majority of web searches are done on mobile phones,” says Chad Crowe with Atlanta-based Techwood Consulting, a digital consultancy with core competencies in organic and paid search. “Because of this Google has announced that they are going to move to mobile-first indexing. By taking a mobile-first approach, Google’s robots crawl the mobile version of your site first before crawling the desktop version.” This change is expected to be rolled out this year. Google has already begun testing mobile-first indexing with a limited number of websites. If you use the internet to reach new customers, mobile-first indexing matters to you. How Mobile-First Indexing Will Affect Your Business

When it comes to events, a little can go a long, long way. Here are some tips to help you maximize your event promotion budget, no matter how small. The numbers don’t lie. Events are without a doubt still an extremely lucrative marketing avenue for any business. 80% of marketers believe live events are critical to their company’s success and they’re proven to directly impact product and service sales. However, only 28% of companies allocate more than 20% of their total marketing budget to organizing events. 37% of businesses don’t intend to increase that budget in the next year. The largest portion usually gets eaten up by the venue and catering, leaving very little money left over for things like critical promotion efforts. If you’re a marketer you may be dealing with a small event promotion budget. Here are 5 ways to get the most out of your event promotion budget so you can have your event, and promote it too. Integrate With Facebook Business Manager The great thing about Facebook Business Manager is its ample organization and targeting features. You can have your entire event marketing team working within the account, helping you manage multiple assets such as Facebook Pages, Ad Accounts, and Apps. […]